18 BUSINESS AND TRAINING
Bring your brand to life It ’ s worth repeating . Your brand is everything your customer experiences of you . How you look , what you say , how you act . So now you ’ ve got a clearer picture of your brand , it ’ s time to look at how to make sure it ’ s the way your whole business turns up . It ’ s all about consistency .
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• Build your visual assets : This is what most people think of when they think of a brand . Logos , colours , fonts . Investing in these means they can be reused by anyone across your business . In the same way you want a qualified plumber to fit your geyser , consider hiring a professional with logo and design experience .
• Brand your look : Uniforms , bakkies , website , adverts , social media , quotes , invoices , job cards . To your customers , there ’ s a huge difference between a rusty bakkie turning up and being handed a paper job card versus a branded bakkie emailing them digital job cards .
• Brand your words : Website , adverts , social media , emails , WhatsApps , SMSs . It ’ s not only about what you say , but how you say it . Your words need to reflect your brand ( that you should have defined above ).
• Brand your way of work : As a business owner , you need to be the role model of the behaviour you want from your team . It ’ s your responsibility to ensure everyone on your team deeply understands how they are meant to turn up . Observe them . Celebrate when they do well . Course correct and train them when they miss the mark .
“ Like most things worth doing , defining your brand takes a bit of effort and forces you to answer questions that might stretch you out of your comfort zone .”
How a strong brand can help you grow your plumbing business Building your brand is more than just a logo ; it ' s the difference between being seen as the Mrs Balls Fruit Chutney of the plumbing world versus Pick ‘ n Pay ’ s No Name Chutney .
When you craft your brand with care , it helps your customers know what you are about , choose you and stick around . PA
www . plumbingafrica . co . za @ plumbingonline @ plumbingonline @ PlumbingAfricaOnline April 2024 Volume 30 I Number 2